Norwegian Air Sued for Unauthorized Use of Image Featuring Star Player Haaland's Hairstyle on Aircraft
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Renowned Norwegian footballer Erling Haaland has officially filed a lawsuit against Norwegian Air. The action stems from the airline's unauthorized use of Haaland's highly recognizable blonde ponytail in promotional material-specifically, a social media post featuring an image of one of its aircraft digitally edited to sport his signature hairstyle, accompanied by the caption "We've never looked so Norwegian." The post has since been deleted
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Haaland's legal team pointed out that Norwegian Air used his likeness for promotional purposes-specifically to boost ticket sales-without his authorization or any agreement regarding commercial rights, thereby violating marketing regulations and constituting an infringement.
Norwegian Air expressed bewilderment regarding the lawsuit, stating: "Like almost all Norwegians, we cheered for the national team during the summer-at the time, we published a few spontaneous posts based on trending topics on social media."
The airline added: "It is regrettable that our cheering has resulted in a lawsuit. However, we hope for a rational dialogue so that we can continue to cheer for our shared sports heroes in the future."
A preliminary court hearing via video link is currently scheduled for October 9.
This marks another instance of Norwegian Air drawing media attention due to its marketing activities during this year's World Cup.
Previously, on July 11-before the World Cup quarter-final match between Norway and England-Norwegian Air and British Airways engaged in a public wager: the loser would have to change their Instagram profile logo to that of the winner for one day. The two airlines went head-to-head in this challenge.
Haaland has always placed great importance on protecting his personal brand and image rights. His legal team not only takes action against brands that use his likeness for commercial purposes without permission but also systematically applies for trademark protection for his personal logos, covering sectors ranging from sports to commerce.
In addition to the action regarding his ponytail hairstyle, Haaland has successfully won several other lawsuits concerning his image rights.
Starting in 2023, he took legal action against a Polish man who had registered a trademark using his name; he ultimately succeeded in overturning the registration under the EU legal system.
That trademark would have restricted Haaland's commercial activities across 16 product categories, including energy drinks and sportswear; his legal victory cleared the way for his personal commercial development. (Source: CARNOC.com)
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